A supermarket in West Cork has won praise from the internet after its owner came up with a creative way to bypass large price hikes on alcohol, required under the new minimum pricing laws which came into force on Tuesday.
Since the legislation came into force, the price of drink, including slabs of beer, has shot up dramatically, as much as doubling for some products. Whilst stores like Aldi and Supervalu were quick to increase their prices in line with the new legislation, Sam’s Gala in Dunmanway in Co. Cork, however, seems to have found a way to dodge price hikes The supermarket took to Facebook to announce it was offering customers 24 plastic glasses for €30, and in return, they will receive a credit note to the value of €47.34, which can then be redeemed in store – allowing punters to enjoy a saving of €17.34.
It comes as some punters took to social media to announce their plans to buy alcohol in the North, after stores including Supervalu and Aldi altered the price of drink immediately after the law came into effect. The law change introduced on Tuesday means that Vodka and gin will cost a minimum of €20.70 and whiskey will increase to at least €22. The most affordable can of beer is now €1.70 and the cheapest bottle of wine sits at €7.40.
It’s therefore little wonder that in just two hours on Tuesday night, the shop’s post on Facebook was seen by 168,000 people and store owner Colm O’Sullivan has received an enormous reaction from people reacting to the newly introduced minimum alcohol pricing which has left drinks like beer and cider much less affordable. By this morning, the post had rocketed even further in popularity, being seen by over 378,000 people. That number is growing and Mr O’Sullivan has been inundated with praise.
“This increase in prices in alcohol goes directly to the retailer and I’m not proud of that, so I see this as my way of giving it back by offering value in a range of products,” he told The Irish Examiner this morning.
“We’re not sucking it up, the hoover does that and we always try to mop up prices here as much as we can. It’s all a bit of craic and that makes the day enjoyable. It’s also keeping 31 staff in a job.”
The store owner added that the positive comments brought him a lot of happiness, and that being likened to Michael Collins brought a tear to his eye.
I have to say, being likened to my absolute Irish hero of all times, Michael Collins, did bring a tear to my eye.”
In his effort to sidestep the contentious new measure, Mr O’Sullivan has insisted the credit note is not illegal, as it can be used to buy other items in his store, not just alcohol, but includes other things like a hoover or a mop.
“As far as I’m concerned, I reread the legislation and I am not breaking any law in offering a credit note with every sale of 24 plastic glasses. I have strict and lengthy terms and conditions in store which have to be adhered to when redeeming the offer,” the businessman told The Irish Examiner.
“The law states that vouchers can’t be used to buy alcohol but there is no mention of credit notes and I’m not in any way associating this promotion with alcohol solely as other products are on offer too,” he added.
He also said the price increases have so far had a big knock-on effect on his business, adding: “I hadn’t sold one single slab of beer all week since the minimum alcohol pricing came into effect and in two hours, I have sold nine slabs and even a mop,” he said.
“I suppose it’s one way to get rid of all these post-Christmas plastic glasses we have in stock.
Reaction to the post on Facebook and Twitter was massive, with people expressing their thanks to the retailer and praising his innovation.
“Brilliant and I hope anyone within 50 miles supports your shop,” one comment read. Another added: “Fair play to you, I hope more places will also push back on this law.”
One grateful punter gave the title ‘Store of the year,’ adding “Sam ya legend!”
“Brilliant, someone deserves a bonus for this idea,” another comment read, whilst on Twitter the protest at the hike in alcohol prices was celebrated as “genius”.
https://twitter.com/dougleddin/status/1481001242675580929?s=20
Others were lining the store owner up for awards, writing: “This deserves a blue Peter badge.. 10 points for initiative here!! Super!!!”
“Well done Sam’s Gala, another first. Pure genius,” someone else added.
“This is brilliant ,, brace yourselves ye are about to become the most famous shop not just in our very own rebel county but in Ireland … LEGENDS,” another delighted shopper penned.
“We won’t need to go to the north after all,” someone else added on Facebook.
Mr O’Sullivan also told The Irish Examiner that people were shocked at the increase in the cost of alcohol, especially cans of beer.
“In the last few months, people were told the price of whiskey and other spirits would increase a lot and you wouldn’t be able to buy a bottle of wine for less than €7, but the huge hike to cans of beer wasn’t really mooted, in my mind.
“Ahead of the New Year, I sat down and studied the legislation and did the maths. And did the maths again, because I couldn’t believe the astronomical change in the price of a crate of beer from €26 to €47.”